Steve Denton, vice president of marketing solutions, and Reuben Hendell, vice president of the marketing solutions and strategy team for eBay Enterprise, explained jointly in a blog post on Thursday this unified platform should connect eBay's own solutions "with universal attribution, analytics and business intelligence to drive superior ROI and transactions."

Another part of the plan is to unify all of these brands under a more cohesive umbrella with the familiar eBay brand name, but also a clearer purpose by tacking the word "enterprise" into the moniker.

Thus, it will form the third primary pillar of eBay's portfolio, alongside eBay Marketplaces and PayPal. (The latter seems to be strong enough to stand on its own without needing the force of the eBay brand name still.)

Rachel King is a staff writer for CBS Interactive based in San Francisco, covering business and enterprise technology for ZDNet, CNET and SmartPlanet.
She has previously worked for The Business Insider, FastCompany.com, CNN's San Francisco bureau and the U.S. Department of State. Rachel has also written for MainStreet.com, Irish Americ...
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